‘Women should stop seeing their hair as burden but an integral part of self-care’

Adanna Madueke is a digital content creator, filmmaker, and storyteller dedicated to redefining African narratives and celebrating natural hair. Known for her vibrant personality and empowering message, she has been recognised in the 2021 YouTube Canada Impact Report, selected for the 2023 YouTube Black Voices Programme, and named one of Africa’s top 100 natural hair and beauty brands in 2024. As the founder of the Crown Revival Project, Adanna educates and inspires women to embrace their natural hair and challenge societal beauty standards through workshops, storytelling, and community building. In this interview, she speaks on her latest documentary, ’Our African Hairitage’, which explores the beauty, history, and resilience tied to natural hair while addressing societal pressures faced by Black women.

What made you specialise in Black hair care and what’s your philosophy about natural hair?
I believe every woman deserves to feel confident and empowered by her natural hair. Whether it’s 4a, 4b, or 4c, our hair is more than just strands—it’s our crown, our identity, and it deserves all the love and care we can give. Coming from a place where I struggled to understand my hair’s unique needs, I know how overwhelming it can feel. That’s why I’m on a mission to make natural hair care simple, fun, and approachable. The idea that natural hair is “hard to maintain” is simply not true. With a consistent routine and the right products, it can be healthy, thriving, and absolutely stunning. I want women to stop seeing their hair as a burden and start celebrating it as an integral part of their self-care. It’s not just hair; its history, resilience, and beauty wrapped in every coil and curl.

What is Our African Hairitage?
Our African Hairitage is a five-part documentary series that takes viewers on a transformative journey through the history, culture, and artistry of Black women’s hairstyles to their grassroots in Africa. It’s not just about the hairstyles—it’s about reclaiming our stories. For instance, did you know that cornrows were used as escape maps during slavery? Or that Fulani braids symbolised status and wealth? And there’s a region in Kenya where only men create hairstyles. These details blew my mind, and I realised that understanding the meaning behind these styles deepens our connection to them and stops them from going extinct in order to fit into Eurocentric beauty standards. This series is part of the Our Hairitage movement, and our first stop was Africa because that’s where it all began. But trust me, we’re not stopping here.

What are some common misconceptions about natural hair and how do you address them in the documentary?
The biggest misconception is that natural hair is “too difficult” or “too much work.” We tackled this head-on in Episode 2, where we told Ko’s story. She was forced to relax her hair by a hairstylist who didn’t respect her wishes to keep it natural. It was heartbreaking, but it’s a reality many women face. Another issue we explored is the lack of access to proper hair care in some parts of Africa. While filming in Kenya, I visited a village where the only tools available were water and a blow dryer—no conditioner, no detangling products. How can we properly care for our hair without knowledge about basic necessities to pamper her? Imagine growing up in that environment where our haircare is neglected, you will grow up and be conditioned into thinking it will always be hectic to handle. This needs to change, and I’m using this documentary to amplify that message.

How do you see the hair care industry evolving in the next few years and how do you plan to stay ahead of the curve?
The future of the hair care industry is all about inclusivity and innovation. I see more brands creating products tailored to specific textures and embracing the uniqueness of Black hair. As a digital creator and filmmaker, I plan to stay ahead by continuing to amplify the voices of women who are pushing boundaries, documenting our stories, and creating spaces where natural hair is celebrated, not just tolerated.

How can Black hair have an impact on global beauty standards?
Black hair is a symbol of resistance, pride, and freedom. Afro hairstyles, for example, represent the rejection of Eurocentric beauty standards. They celebrate self-love, uniqueness, and the courage to embrace who we are. When we wear our natural hair unapologetically, we’re challenging the world to expand its definition of beauty. Our hairstyles aren’t just fashion statements—they’re cultural landmarks. From cornrows that carried seeds and escape plans during slavery to the afro that became a political statement during the civil rights movement, Black hair tells stories the world needs to hear.

Please describe how some African hair styles have deep connections to your ancestry?
Like I mentioned earlier, our hairstyles are like living history books. Cornrows, for example, were a survival tool—women braided escape routes into their hair to flee slavery. They even carried seeds in their hair to plant food for their journeys to freedom. How powerful is that? Afros, on the other hand, became symbols of self-love and resistance during the civil rights era. They told the world: “This is me. I am enough. My Black is beautiful.” These styles connect us to our roots while pushing us to embrace our future with pride.

What’s your final message for our readers about this incredible documentary?
Your hair is your crown; wear it with pride and let it reflect your story. Our African Hairitage is more than a documentary; it’s a movement. Let’s rewrite the narrative together.